Dos and Don’ts of Marketing for Technology Companies

Published on: 22 November 2018 Last Updated on: 08 August 2019

Marketing is essential to the success of any business – and that includes technology companies.

According to The CMO Survey, tech companies spend 15% of their total budget on marketing. Second, to Consumer Packaged Goods industry, the tech sector has one of the highest budget allocations for marketing. In fact, tech giant Samsung is considered the second largest advertising spender worldwide with a total $9.2 billion advertising spending. This underlines the importance of marketing in the technology industry.

When you don’t run an effective marketing campaign, you’re doomed to fail — no matter how impressive your solution is. Unfortunately, a lot of tech companies, especially startups, still fail to recognize this fact. While some technology companies have marketing plans, many of these are ineffective.

We’ve seen a lot of tech companies come and go. And many of those companies that failed didn’t give marketing the right attention it deserves. To these companies, hindsight is an amazing but useless thing!

The good news is that you don’t have to commit the same missteps of these failing (or failed) tech companies. They are avoidable – and you can learn HOW to avoid them.

Here are some do’s and don’ts of running an effective marketing for a technology company.

DO: Be bold and interesting

When a tech company grows, their marketing strategies tend to stagnate and settle with the ‘usual campaigns’ that may have worked for them in the past. But the problem is that the competition is ever evolving. As such, your marketing strategies need to stay bold, interesting and exciting too.

Always remember that the moment you settle with formulaic marketing techniques, you become less competitive. Don’t wait to become irrelevant. Study your market, know where it’s headed and be ahead of the pack.

DON’T: Set up and just wait for visitors

So you’ve built a website, social media networks and added some content. But it shouldn’t end there. Don’t expect people to find and visit your page. You have to invest in promoting and marketing your online presence. Great content, social media presence and effective SEO for technology companies are vital to connecting with your customers.

DO: Focus on your company instead of customers

Perhaps the cliché, “the customer is always right” also means “the customer is king!” Unfortunately, not all tech companies realize this. Marketing campaigns of many tech companies focus so much on their products or services, but never really about their customers.

But the fact is that customers only care about their problems, needs, and goals. They’d only want to know if you offer a solution to their problem. To engage their interest, talk about how you can help them and in the language they understand. Effective marketing talks about how you can solve a problem, and once you get their interest, you can then brag about your product’s features.

DON’T: Spend too much or too little

For your marketing campaign to be effective, it needs to be funded adequately. According to U.S. Small Business Administration, a company should devote at least 7 to 8 percent of your gross revenues for marketing and advertising. This underlines the importance of marketing. You will spend on various marketing channels, and maintain a good marketing and sales team. Scrimping on your marketing budget can do more harm than good to your tech company.

A 2016 Gartner Survey shows that budget allocations for marketing continue to increase, climbing to 12% of the company budget. The tech industry is a very competitive one and there is a need to keep abreast with competition.

However, this doesn’t mean you can spend all of your revenue on your marketing. You don’t want to pour in your budget on failing or badly-managed marketing techniques. Evaluate each of the marketing strategies you employ and see which one gives you the most ROI. Study your target audience and know how to engage them better.

DO: Delegate to experts

Maybe you’re a great developer or an experienced CEO, but that doesn’t make you a good marketing person or a salesman. This is a common mistake of many tech companies. While you can give your inputs and ideas, you should give your marketing team the flexibility to create an effective marketing campaign. Pick people who have the credentials to run your company’s marketing.

DON’T: Ignore your online presence

A lot of tech companies tend to ignore their website and social media channels soon after launching them. It’s a huge mistake! Launching a website or social channels is not a one-off thing. It needs a sustained marketing effort to get your website work for you. Consider your website as an investment and as a vital part of your marketing strategy. You’ll need the help of agencies providing continuous website development to ensure that your website remains up-to-date, functional and effective. Keep your web presence active and relevant – it’s an important part of your branding.

DO: Focus your marketing efforts

In an effort to get a wide audience, some tech companies create an unclear persona and a scattered, complicated marketing campaign. As a result, they end up wasting their budget. While you want to reach as much audience as possible, launching a marketing campaign without proper targeting can both costly and wasteful. You need a targeted and focused marketing.

Know your product or service and engage a specific market segment, particularly those with the highest chances of conversion. Do your research and discover where your target audience is. Take note that not everyone is a potential customer – focus on channels that bring you the best results. For example, if you are marketing a tech solution for gamers, you will have the best returns if you place your ads on a gamers’ forum instead of a woodworkers’ forum.

DO: Build a strong organic relationship

Nowadays, it’s very easy to buy traffic or page visits from dodgy merchants. But the problem is that these numbers mean nothing to your business. Sadly, this remains one of the most common mistakes of many tech companies. In an attempt to boost their online presence in an instant, some companies resort to devious digital marketing schemes that promise to increase their web presence overnight. This is a major and wasteful misstep you should never do.

Your marketing campaign should focus on building your product. Letting people know what solutions you offer, engaging your audience and building strong organic relationships. Invest your time and efforts into marketing strategies with good returns – and you’re on the right track.

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5 Ways Technology Will Change the Hospitality Industry Post Covid-19 Pandemic

With the Covid-19 pandemic in the equation, the hotel industry is no longer the same. However, it’s here to stay, just as much as the pandemic might persist in the long haul. People will continue to travel, seek business accommodation from Northampton, dine, and hold business conferences, even as the pandemic rages. With travel restrictions, lockdowns, and social distancing measures, the hotel industry has been hit hard by the effects of the pandemic. However, it’s only a case of being down but not out. Now is the time to prepare accordingly to equalize the damage caused by the pandemic and to prevent any possible future damage caused by the same or a different emergency. By managing insurance policies and even conserving cash in the hospitality sector, the industry can acquire a comprehensive level of preparedness that can protect it, its team, and its customers in the long run. How technology will transform the hotel industry post Covid-19 While focused on maintaining a business, the main priority of the hotel industry in this era is to protect guests and staff against the COVID-19 pandemic. With this on the table, the industry is keen on adopting cutting-edge technologies that can offer solutions without interfering with the underlying business prospects. Across every industry, the pandemic has given birth to new norms. Mask wearing, hand-sanitizing, and social distancing have become universally accepted in all sectors including the hospitality industry. In addition to these, what more does the industry need to restore consumer confidence and revive its economy? Across the globe, hotels have adopted scannable QR codes and contactless hotel-booking and check-in procedures instead of traditional tangible menus and catalogs. The hospitality industry can also take advantage of Google review QR code, so customers can easily rate their services online. Touchless payments, mobile room keys, in-app appointment booking, and orders have become the new norms. With various types of technology in the offing to keep the economy rolling, the following are better placed and more relevant to the hospitality sector. Compliance monitoring Compliance protocols are gaining more priority as people try to remain relevant to the condition. For instance, the introduction of AI facial recognition engines with extra features to match the COVID-19 situation. Such technologies have integrated mask-detection features that allow it to identify individuals even while wearing masks. This helps alert the management in real-time when someone accesses the premises without a mask or improperly wears one. Another important component of compliance is thermal-camera integration. With social distancing procedures, temperature taking from a distance will become the norm going forward. Location detection Covid-19 pandemic has created a situation where people need to share real-time information. Some countries have already come up with location-detection apps, which passengers entering the country have to download immediately when they land at the airport. Going forward, investing in location-sensitive apps and geofencing technology is becoming the new norm for travel brands. This will facilitate the acquisition and sharing of real-time information that can restore consumer confidence in the industry’s overall safety. This practice will work especially for people who opt for road-trips to reinforce social distancing. For instance, hotels could install geofences that deliver push notifications to visitors within a certain radius. Importantly, the notifications could come with special offers or promotions, giving them an edge over their local competitors. Location data could also help activate contactless check-in upon arrival at the hotels and during checkouts. Using the same technology, accommodation facilities can communicate on-site capacity limits and other conditions to their visitors in real-time. This could help avoid congestion in the facilities. Similarly, rail and bus operators can use the same technology to alert their passengers on arrival times. This can help avoid overcrowding at stations and platforms. Touchless communications To enforce a new way of guest engagement during and after the pandemic, the hotel industry needs to go contactless. This would help lower the spread of the virus from surface-to-surface contact. Reliable providers are already helping boarding facilities integrate contactless technology in their Property Management System. This technology facilitates real-time, secure communication between hotel staff and guests. The staff responds immediately to the guest’s needs even without asking for their name or room number. Another contactless option is to activate AI technology like chatbots that can communicate in multiple languages. With contactless technology, guests would even be able to access hotel services through their mobile devices. Alternatively, they can pair their mobile devices with hotel electronics like in-room TVs. This can help them accomplish much more by just scanning a QR code. Super sterilization and robotic technology In addition to these technologies, the hotel industry should consider investing in super sterilization technology as well as robotic technology. Reliable tech companies are already coming up with FDA-approved solutions that would ensure surfaces remain super sanitized to prevent any chances of spread. Similarly, robotic hotel staff will reduce person-to-person contact, aimed at minimizing the effects of the Coronavirus pandemic. Some tech companies have already invented hotel robots that can deliver water bottles, fresh towels, and other hotel amenities to hotel guests. Apart from that, social robotics may also lead the industry to a better position with caretaking approaches. These can understand users better with unbiased approaches. Their consistent performance can be the key to the future development of the hospitality industry. Final thoughts Even as the hospitality industry reopens for business, we should be ready to adopt the ‘new normal.’ Besides, consumer expectation is going to be higher post-pandemic, which is why only facilities that will cater to consumer needs will be able to win brand loyalty. The COVID-19 pandemic has undoubtedly prompted the inclusion of new technologies into hotel operations. Tech features that could have been otherwise used as novelties or extra conveniences have become a solid part of the system. Integrating them fully into the hospitality system could see the industry thrive during and after the pandemic. Read Also: High Technology Devices for Better Life 5 Hotel Housekeeping Tricks You Need To Clean Your Bathroom 7 Ways Technology Can Help in Customer Management and Sales

What Are 10 Manufacturing Industries?

Manufacturing industries are a broad term rather that includes establishments engaging in mechanical, physical, or chemical transformations of materials or any of the substances into new products. Typically, these establishments use power-driven machines and materials-handling equipment to process their raw materials or contract with other manufacturers to do so for them. Top Manufacturing Industries Of 2023 According to Fladger Associates, these manufacturing industries contributed more than $218 billion in sales to the state's gross state product last year. 1. Apparel & Leather Apparel & Leather is one of the oldest and most widely produced manufacturing industries in the world, producing a wide range of goods, including footwear, bags, and garments. Its trade is presently over US$ 80 billion annually. Leather, which is a natural or synthetic material created from animal hides, is popular for its durability and fashion. Its use has been around for centuries, dating back to the Ice Ages, and continues today to offer protection from harsh weather conditions. The apparel & leather manufacturing industry comprises establishments that produce full lines of ready-to-wear and custom clothing. These establishments include apparel contractors performing the cutting or sewing operations through the materials which are owned by others, jobbers who perform entrepreneurial functions involved in apparel manufacture, and tailors who manufacture custom garments for individual clients. 2. Chemical Products The chemical industry produces an immense number of products that impinge through virtually every aspect of any of the lives. Most of the chemicals produced by this industry are sold directly to consumers, but some are used as intermediates in manufacturing processes. For example, many of the basic chemicals produced by the petrochemical industry are used as raw materials in making plastics and other goods that are sold by other companies. Safety must be a high priority in the chemical manufacturing industry. The products produced can be flammable, explosive, corrosive, and toxic, requiring the use of high pressures and temperatures to prevent accidents. This is why the chemical industry operates within the safety limits demanded by national and international legislation. 3. Food & Beverage The food & beverage industry manufactures and distributes fresh foods, packaged foods, and beverages (alcoholic and non-alcoholic). It also includes companies that provide catering services and transportation services. The manufacturing industries are an essential part of the economy, accounting for 5% of the GDP and 10% of employment in the United States. It is also a growing market. Profit margins in the food and beverage industry have decreased recently, but they should improve as commodity prices fall. Additionally, food is a necessary part of life and will continue to be so for years to come. Several companies have been promoting healthy eating habits and offering products that are good for you. These are a part of the effort to make food less harmful for consumers while still maintaining quality and taste. 4. Fabricated Metals Almost every object we encounter in our daily lives has gone through a metal fabrication process. It’s impossible to imagine the modern world without this vital industry. Fabricated metals are products fabricated from raw materials, typically sheet metal that can be formed into a variety of sizes and shapes. This includes everything from small engines and car frames to windmill blades and alternative energy sources. Fabricators have a wide range of processes and machinery that can create custom metal products with precise dimensions, intricate designs, and specialized finishes. From cutting and stamping to bending and coating, each piece is a unique project that requires different tools and techniques. 5. Machinery Machinery refers to equipment used in manufacturing, such as stamping presses, robotic welders, and automated conveyor systems. This equipment needs to be perfectly calibrated and maintained in order to perform their tasks efficiently and correctly. Alternatively, the word machinery can be used to describe all machines, whether they are in a factory or on a farm. Specifically, machinery, in this sense, refers to machines that are powered by electricity or natural forces. The 10 manufacturing industries include establishments engaged in the mechanical, physical, or chemical transformation of materials, substances, or components into new products. These establishments include plants, factories, and mills. 6. Petroleum & Coal Petroleum and coal are exhaustible natural resources that are used to make heat, lighting power, machine lubricants, and feedstocks for other chemicals and plastics. They are also used as a base for many other manufacturing industries products that we use in our everyday lives, such as refrigerants, aerosols, antifreeze, detergents, dyes, alcohols, explosives, and more. Fossil fuels are naturally occurring materials that have been formed by geological processes over millions of years. These include coal, which is a rock that was formed from dead plant life that lived and died hundreds of millions of years ago, and petroleum, which is a liquid form of fossil fuel that was formed from plants and animals that live in lakes and oceans. 7. Transportation Equipment The transportation equipment manufacturing industry produces a range of machinery that provides the means to transport people and goods. This includes motor vehicles and parts, aircraft, ships and boats, railroad rolling stock, and other miscellaneous equipment. Establishments in this subsector use production processes similar to those of other machinery manufacturing establishments, including bending, forming, welding, machining, and assembly. However, with the assembly of components and subassemblies, their further assembly in a finished vehicle tends to be a common production process in this industry group, which is a much larger number than any of the other machinery manufacturing industries. This sector is a vital component of the transportation industry as it manufactures and builds various equipment needed for road, air, and water transport. It also plays a crucial role in the construction industry, where pieces of heavy equipment need to be transported from an excavation site to a construction area. 8. Paper Products Paper products are manufactured by pulp and paper mills, which produce raw materials that are converted into a wide range of paper types. Common paper types include kraft paper, construction paper, and newsprint. Pulp is produced from wood chips by mechanical or chemical processes that break down the lignin, a substance that makes up cellulose fibers. The resulting material is a thick, strong, and flexible substance that is typically coated with additives to increase its strength for printing or writing. The paper is then pressed and dried to make it into paper sheets. Depending on the manufacturing industry's type, it may also be coated with coats of various chemicals that provide a glossy finish. Calendaring is also a critical step in the paper manufacturing process. This process enhances the surface properties of paper as it passes through a series of drum-type rolls. 9. Textile Mills Textile mills produce a wide range of cloth products. These products are often woven, knitted, or printed. These industries have changed the way people dress and decorate their homes. They also created vast new support industries and transportation and information networks. For example, the textile manufacturing industries are responsible for creating the cotton sheeting and shirting fabrics that were so popular during World War I. The United States entered the war with a high demand for any kind of cloth and outfit for American troops, and many Georgia mills won government contracts for production. However, the disjuncture between the mill owner's desire to give the maximum effort. Also, the mill workers, who desire to regulate for themselves the pace of their work, lead to serious labor tensions. Those tensions are helping spark the beginnings of union activity in textile areas across the South. By 1900, ninety-five locals had been organized. 10. Wood Products Wood is one of the most abundant and versatile natural materials on earth. It has been used by humankind since its earliest beginnings and continues to play important roles in fuel, food, building, and transportation and as a raw material for many chemical products. Despite competition from metals, plastics, and other materials, wood still plays an essential role in society. It is a renewable resource with the potential for management in a sustainable manner that minimizes environmental damage. Wrapping Up In North America, various federal and state agencies regulate forest management and timber conversion to promote the wise, efficient use of resources. The industry has also developed various certification systems that provide third-party assurance of adherence to stringent manufacturing and sound environmental principles. In addition, electronic tracking is adopted by some wood companies to improve transparency in their supply chains of the manufacturing industries. Read Also: Things To Consider Before Buying Your First Motorcycle How To Get An Accurate Valuation Of Your Motorcycle When Selling The Decline In Cars Sales Has Led To An Increase Of Motorcycles In The UK

Hosted Mail Service That Runs on the Cloud

Phishing is still one of the top threats coming from your email. For you who have a business and use email a lot, this could become the source of a big problem for your company. Using anti-phishing software seems enough to deal with it. But the main problem here is the hosted mail service. They didn’t offer enough protection against the phishing attack. So, it’s easy. You can use the mail host that offers that protection. The Safest Mail Hosting Service What kind of hosted email service that can protect your email from attack? You can use many types of hosting service. However, to ensure your email safety, try to use the email service with Cloud server as the data storage platform. When your data/email was sent and save in the Cloud server, it will be protected and encrypted by the protection system of that server. Therefore, it is difficult for the phisher to send the bait for you. Moreover, when the email is sent to the server, it will be scanned so the malicious link and such can be easily found. The Cloud Server Hosted Mail Services Now, which email hosted services that have the best Cloud server for its clients? It is a difficult question to answer because there are many of them. But, if we have to choose, there are at least three services we recommend for you. DuoCircle This mail host service uses Cloud server for protection, as well as managing your email. It also stated clearly on their website that they also offer phishing protection. This service also has a Smart Quarantine feature that will keep the seems-dangerous email or content that you receive. This feature will also notify you as soon as it detects this attack, so you can take a pre-caution act faster to protect your data. MailHostingService This service also offers Cloud Reliability feature where your email will be stored in Amazon Web Service S3 server. It is not only safe but it also reliable and durable. Moreover, with their 24/7 365 days of customer support, you can get help anytime you need it. You can find more about their service at mailhostingservice.com. Trend Micro Hosted Email Security You will get full protection against phishing, spam and other malicious threat to your hosted email service with trend micro hosted email security. And, it is compatible with all kinds of hosted mail service, which is a good thing because you don’t need to do too many adjustments to use it. Conclusion A hosted mail service that also supports Cloud server and storage is the best solution you can use. As you can see, this kind of service doesn’t only protect your email from phishing, spam, and other email-based attacks. But they also offer accountability and freedom for its user to manage their email without worrying about the attack. This kind of service is good for a business that uses a large network to acquire information from clients. Moreover, the hosted mail that runs on Cloud like them is necessary if you want to survive in today’s digital era. Read Also: Why Email Marketing Is The BEST Digital Marketing Outreach In Singapore How To Integrate Email Marketing With SEO

Dos and Don’ts of Marketing for Technology Companies

DO: Be bold and interesting

DON’T: Set up and just wait for visitors

DO: Focus on your company instead of customers

DON’T: Spend too much or too little

DO: Delegate to experts

DON’T: Ignore your online presence

DO: Focus your marketing efforts

DO: Build a strong organic relationship

How Portable Metrology Tools Are Making Manufacturers More Flexible

Why Sensors are Essential in Machine Automation

Content Rally

Content Rally wrapped around an online publication where you can publish your own intellectuals. It is a publishing platform designed to make great stories by content creators. This is your era, your place to be online. So come forward share your views, thoughts and ideas via Content Rally.

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Related

5 Ways Technology Will Change the Hospitality Industry Post Covid-19 Pandemic

What Are 10 Manufacturing Industries?

Hosted Mail Service That Runs on the Cloud

Dos and Don’ts of Marketing for Technology Companies

DO: Be bold and interesting

DON’T: Set up and just wait for visitors

DO: Focus on your company instead of customers

DON’T: Spend too much or too little

DO: Delegate to experts

DON’T: Ignore your online presence

DO: Focus your marketing efforts

DO: Build a strong organic relationship

Share this Article

How Portable Metrology Tools Are Making Manufacturers More Flexible

Why Sensors are Essential in Machine Automation

Content Rally wrapped around an online publication where you can publish your own intellectuals. It is a publishing platform designed to make great stories by content creators. This is your era, your place to be online. So come forward share your views, thoughts and ideas via Content Rally.

Leave a Reply

Popular

Follow Us

Recent

Related